On the occasion of the UAE Innovation Month, on the E/11 Sheikh Zayed Road that connects Dubai to Abu Dhabi, ten huge billboards of 9x6 meters, were placed, representing giant reproductions of the most famous pieces in the museum's collection.
Among them, we find works by Leonardo da Vinci, Van Gogh, Eduard Manet and Piet Mondrian.
Every time a driver, with his radio turned on, passes in front of the billboard, 30 seconds of explanation on the work reproduced in the billboard starts.
This includes the piece's title, artist, technique, context, and description. This is the world's first audio-visual experience of this kind and creates a more modern approach to art consumption.
The Highway Gallery will be on show until mid-March.
In this way, Abu Dhabi confirms its will to impose itself on the western art scene like the nearby Dubai.
Beyond the Louvre, in fact, Abu Dhabi also hosts the other great museums like the Guggenheim.
Mohamed Khalifa Al Mubarak, Chairman of Abu Dhabi's Department of Culture and Tourism, declared:
'Highlighting some of the museum's iconic masterpieces through a unique, audio-visual experience, Louvre Abu Dhabi's Highway Gallery makes art and culture accessible to people, beyond the museum's walls. We hope the Gallery stimulates imaginations and offers new ways to enjoy art. '